I wouldn't call myself a PR or marketing guru, but since starting my new life as EIR at Rose Tech Ventures, it's the skill-set our portfolio companies and friends have called me in for more than anything else.
"Nate, you're the marketing guru..." they say (am I? I ask)... "how should we handle our next product/feature/point launch?" or "Nate, you seem to know how to get press, how do we get the attention of the press?"
Until recently, I never had a standard answer for those question. However, after working through this question several times, I've already discovered a "Midas Question," which elicits the most useful set of responses:
"How," I ask, "does your new product/feature/update/company change the world?"
Change the world? Yup.
When asked such a weighty question, it's incredible how quickly all the other marketing crap people think up melts away.
The effect seems to be two-fold:
So, next time you're stuck thinking about how you're going to get some buzz around your product, step back and ask yourself how you're going to change the world.